Every post = £1 to charity — Login

Q and A

We’re a fund-raising media platform, based in the UK. This means we’re a safe and friendly social media for everyone to enjoy and also a charity fundraising platform, because every post generates a donation of £1 from our sponsors.
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How do the donations work?


We donate £1 to charity for every post our members make. The donations are provided by generous businesses. 100% of the donation money goes to charity, we don’t keep a single penny.
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When did EthicalMuch start?


We quietly started in March 2019, and spent the first 9 months developing the most positively ethical business model we could. Social media is fraught with problems, dangers, and lack of ethics, we wanted to see if we could create a better way.
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Who operates EthicalMuch?


We’re a collaboration between web developers and software engineers Under2.Agency who built and maintain the platform and the artist, journalist and media founder Bird Lovegod who developed the business model. This included working for 6 months as a charity fundraiser as part of the research into how to make both fundraising, and media, work better hand in hand.
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Is EthicalMuch itself a charity?


No. We are a Limited Company, Ethical Much Limited. For us there is little advantage to being a charity and lot’s of disadvantages, including costs and administration. We’re a fundraising media platform. Being a limited company means we can raise money to expand if needs be, and sell goods and services, which charities cannot do. Also, we want to show that businesses can create the solutions.
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How does EthicalMuch make money?


We charge an annual membership fee for businesses and organisations.
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Why is there also a £1 per year membership fee for individuals?


One of the biggest problems in social media is fake and ‘throw away’ accounts which are used for abusive, unethical, illegitimate, and sometimes illegal behaviour. Facebook has literally hundreds of millions of such accounts. It’s very hard to stop. Our way of preventing this from the outset is to charge a nominal membership fee to authenticate people as real, genuine, and wanting to join for the right reasons. As the memberships are renewed every year, it keeps the community real and current.
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Does EthicalMuch keep the £1 membership fees?

No. We give the £1 membership fees to the charity of the month. We deduct the card processing fees, which are about 25p. This means for every member who joins, 75p goes to charity, as well as £1 for every post they make.
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How can people without a bank account join?

Good question, we don’t want to exclude anyone. So if you don’t have a bank card, or if you do, but don’t have £1 credit, send us an email at [email protected] and we’ll happily cover your membership fee and welcome you into the community.
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How do you choose the charity of the month?


With the help of our members we choose a different charity each month. We prefer smaller charities for whom it can make a real and important difference and impact. Members can suggest charities, and everyone can vote for which one to choose.
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Do you sell advertising?


No, not at all. We may do in the future, but there’s no need really, businesses can join as a member and post their own offers and promotions if they wish.
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Do you sell data or members information?


No, not at all. We think that’s an unimaginative and not very ethical business model.
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If you have any other questions please email us, [email protected] and we’ll do our best to help. 🙂